McAppy: Digital overhaul complete with food-ordering app

As if McDonald’s couldn’t be more tantalisingly convenient, its latest digital update is offering burger-hunters a new food-ordering app, in a bid to digitise its global brand.

The fast food brand will also be adding online “music experiences” as part of a push to “revolutionise” the company’s customer experience.

To usher in a digital age, the company appointed Julia Vander Ploeg from Ticketmaster as vice president of digital to “advance McDonald’s efforts in the digital space”.

Already available across 2,000 US chains, the mobile app will be extended to select markets as it begins “accelerating” its digital efforts worldwide to catch French and Australian markets which are already “executing some elements of our e-commerce digital strategies”.

“We’re also testing various additional elements of our strategy in other markets, like the US, Sweden and the UK,” said the company.

The digital overhaul will spread contain a “variety of digital music and entertainment experiences that McDonald’s will provide to customers,” to “reward our most enthusiastic customers and drive frequency”.

The company’s digital reaction comes as it attempts to reverse negative trends in Russian and Asian markets.